Case Studies: Mr. CLEAN | CRAYOLA | SCOPE | VICKS | PENNZOIL | USA TODAY

Pennzoil Case Study

Pennzoil is the #1 selling motor oil brand in America and one of the Top 20 power brands at retail today.  With 97% brand awareness, Pennzoil is distributed across all retail channels and is supported by a multi-million advertising and promotional budget annually. It beats the competition in quality, preference, recognition and trust. Through licensing, Nancy Bailey & Associates has successfully extended the brand into a variety of automotive accessories including oil filter wrenches, funnels, hose clamps, spouts, drip pans, and fluid transfer pumps.

Pennzoil licensees have developed over 70 products, capitalizing on the loyalty of Pennzoil consumers while at the same time reinforcing the strength of the brand. The licensed products are distributed in automotive, discount stores, home improvement channels, and most recently Pennzoil Auto Solutions, a 50+ sku line, has launched in convenience stores across the country.

• Licensees are leaders in their categories
• Pennzoil Auto Accessories placed in over 30,000 c-stores to date including 7-11, Mapco, Circle K, BP
• Additional retail placement at CSK, Murray’s, Strauss, and Kmart and True Value automotive departments
• Licensed products drive retail sales of core product and provide auto solutions for the DIY’er beyond just motor oil.